How to write a press release a journalist reads to the end

Most releases are read for about ten seconds (sample briefing). In that time a reporter wants to know what happened, to whom, and why it matters to their readers today.

So the first line is the news, written the way you would say it out loud. The second line is the proof: a number, a date, a place. The quote comes third and says something only a person could say, not a summary of the paragraph above it.

Finish with the facts a reporter needs to write the story without calling you: times, prices, photos and a phone number that someone answers.